John Warrillow, Create Automatic Customers With Content Marketing
Jun 11, 2018
Build your company to sell it...because eventually, you will
Stream below or right-click here to download the episode.
Sales Tips you'll learn in The Sales Podcast...
- He had a graphic design small business and was doing everything on his own without leveraging content marketing or systems
- He was told his business was worthless because it was dependent upon him (25 years ago)
- For your business to be valuable, it must be valuable without you
- We think top-line / bottom-line are key, which keeps us on the hamster wheel
- You need to narrow your focus so you can create training programs for your staff and remove yourself from the equation
- Use TVR
- Teachable—can I teach it to my team?
- Valuable—is it valuable coming from me?
- Commodities are not valuable
- Repeatable—how often do customers need to buy it?
- Find one with the ability to sell
Ask your customers "why do you buy from us?"
- Companies make a "build vs buy" decision when they look at buying you
- When you have all the money in the world like McDonald's you can add another revenue stream
- It's not easy to build a subscription but it's worth it
- Recurring revenue drives value
- Security companies have installation and monitoring revenue
- You'll get 75 cents on the dollar for every installation dollar of revenue but you'll get $2 per every monitoring dollar
- How a chiropractor can create a subscription model
- Stop thinking, "I'll make my money when I sell," only to find out they created a job for themselves. Pull your money out as you go.
- Moved to a syndicated research model and sold it to what is now Gartner
- Six different forms of recurring revenue
- Simple consumables like coffee
- Sunk money consumables like a Keurig machine
- Subscription revenue
- Sunk money subscriptions like the Bloomberg terminal for traders who also pay for the subscripption
- Auto-renewal—in perpetuity with a storage facility like Iron Mountain
- Contract revenue is the best—CRM HubSpot subscriptions, etc.
Related Articles:
- Repurpose Your Content Marketing To Grow Sales
- The Two Key Entrepreneurial Skills You Need Now
- Become a Black Belt in Inbound Marketing With Stephan Kesting
Sales Growth Tools Mentioned In The Sales Podcast
- Take The CRM Quiz: get a free consultation with me
- Donate: Just because you like the show, the no-bullshit approach, and don't want to buy a book, software, or The Make Every Sale Program.
- The Sales Agenda: take control of every sales opportunity like a pro.
- Leadferno: Turn lurkers into leads
- Founders Card: Get $20,000 in free processing from Stripe, save 15% on Bose, save on hotels, travel, car rentals, you name it.
- Send Drunk Emails: ...that get opened and get you paid!
- Phone Burner: work the phone like a machine so you can be a human when you connect.
- Sendspark: Send video emails that make an impact so you can stand out from the noise. Use promo code SALESWHISPERER to get 33% off for 3 months
GUEST INFO:
- Get John Warrillow's Books on Amazon
- Built to Sell: Creating a Business That Can Thrive Without You
- The Automatic Customer: Creating a Subscription Business in Any Industry
- Drilling for Gold: How Corporations Can Successfully Market to Small Businesses
- 3 Minute Summary of Built to Sell Creating a Business That Can Thrive Without You by John Warrillow (thimblesofplenty 3 Minute Business Book Summary Series 1)
- Visit Built To Sell
- Visit The Value Builder System and take the free quiz
- Average score is a 59 (3.5x their pre-tax profit)
PODCAST INFO:
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